Published Date: May 25, 2024
• Global smartphone OS market shares registered marginal YoY shifts. Android and iOS declined by 1% each, while Harmony OS doubled its share from 2% to 4% globally and reached 17% in China.
• Android rebounded QoQ in Q1 2024 as iOS sales declined due to seasonality. The earlier launch of Samsung's S24 series and positive initial response further aided in Android limiting its decline to 1% YoY. With GenAI capabilities mostly limited to Android smartphones for now, the share can further grow in coming quarters as consumer awareness increases and newer use cases emerge, pushing smartphone upgrades.
• iOS share declined by 1% YoY owing to seasonality and lower sales in China, its second-largest market. The global share declined from 20% in Q1 2023 to 16% in Q1 2024. This also marked the first Q1 decline for iOS in China since Q1 2019, primarily driven by Huawei's 5G smartphone launches competing directly with Apple.
• Harmony OS continued to grow in Q1 2024, reaching a 4% share globally. The OS overtook iOS in China for the first time as the country’s customers lined up to buy Huawei's flagship offerings. 5G adoption for the OS reached 50% for the quarter, up from 9% in Q1 2023. It is expected to grow further as Huawei focuses on supply chain localization.
Global Share | Q2 2022 | Q3 2022 | Q4 2022 | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 |
---|---|---|---|---|---|---|---|---|
Android | 83% | 82% | 76% | 78% | 81% | 81% | 74% | 77% |
iOS | 16% | 17% | 22% | 20% | 17% | 16% | 23% | 19% |
Harmony | 1% | 2% | 2% | 2% | 3% | 3% | 4% | 4% |
Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
Detailed Forecast by Region, Brand, and 5G/Non-5G Trends through 2028.
USA Share | Q2 2022 | Q3 2022 | Q4 2022 | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 |
---|---|---|---|---|---|---|---|---|
Android | 54% | 50% | 43% | 48% | 48% | 45% | 36% | 54% |
iOS | 46% | 50% | 57% | 52% | 52% | 55% | 64% | 64% |
Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
China Share | Q2 2022 | Q3 2022 | Q4 2022 | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 |
---|---|---|---|---|---|---|---|---|
Android | 80% | 77% | 68% | 72% | 72% | 73% | 64% | 68% |
iOS | 15% | 15% | 24% | 20% | 17% | 14% | 20% | 16% |
Harmony | 5% | 8% | 8% | 8% | 11% | 13% | 16% | 17% |
Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
India Share | Q2 2022 | Q3 2022 | Q4 2022 | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 |
---|---|---|---|---|---|---|---|---|
Android | 97% | 97% | 94% | 94% | 95% | 94% | 90% | 94% |
iOS | 3% | 3% | 6% | 6% | 5% | 6% | 10% | 6% |
Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
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